The story of New Balance is a masterclass in staying true to your roots while outrunning the competition. Unlike brands built on flash, New Balance was born from a simple observation of a chicken’s foot. In 1906, William Riley noticed how three claws provided perfect balance, leading to the flexible arch supports that gave the brand its name.
Function Over Fad
For decades, the design process was strictly utilitarian. While others focused on celebrity endorsements, New Balance focused on fit. They became the first to offer shoes in multiple widths, a move that prioritized the athlete’s foot over a “one-size-fits-all” aesthetic. This “Function First” philosophy birthed legends like the 990 series—the first running shoe to break the $100 price point in 1982 because the tech was simply that expensive to build.
The Creative DNA
Today, the design process at their Boston-based “LAB” is a blend of heritage and “Grey” matter:
- The Archives: Designers frequently pull from the 70s and 80s, keeping the “dad shoe” chunky aesthetic but updating it with modern foams.
- The Palette: Grey is more than a color; it’s the brand’s identity. It was originally chosen to help urban runners hide wear and tear.
- Collaborations: The modern process involves “open-source” creativity, partnering with boutiques like Aimé Leon Dore to turn vintage silhouettes into high-fashion staples.
Your Perspective
New Balance has successfully transitioned from the “track” to the “runway” without changing its soul. It’s a rare feat in the sneaker world.
- Do you prefer the vibrant collaborations or the classic grey colorways?
- Does the technical comfort matter more to you than the vintage look?
Are you a fan of the 990 series, or do you prefer their newer silhouettes like the 327?
AJ Jones 